Tom Storr

Tom Storr is a co-founder of The Experimentation Group, a consultancy that specializes in helping mobile game studios achieve growth through experimentation.12 He is an industry veteran with extensive experience in the gaming sector, particularly in the areas of experimentation, product development, and innovation.

Professional Background

Prior to founding The Experimentation Group, Tom Storr held a significant role at King, the mobile game developer known for titles like Candy Crush Saga. At King, he served as the Product Lead for Experimentation, where he founded and led the company's experimentation function, growing it from its inception to a world-class operation.2

Expertise

Tom's expertise lies in several key areas:

• Experimentation: He has over a decade of experience in applying experimentation techniques to game development and optimization.1
• Free-to-play and Mobile Games: His work focuses primarily on the mobile gaming sector, particularly free-to-play games.4
• Growth Strategies: Tom specializes in creating growth through innovation across global franchises.
• R&D and Lean Development: He has a background in research and development, as well as lean development methodologies.

The Experimentation Group

In 2023, Tom Storr co-founded The Experimentation Group along with other industry veterans, Phillip Black and David Nelson.1 The consultancy aims to:

• Help game studios apply experimentation techniques to understand player preferences better.3
• Offer guidance to studios, often free of charge, in exchange for being able to share results publicly to benefit the wider industry.1
• Assist teams in unlocking growth potential for games of various sizes through structured experimentation.1

Approach to Experimentation

Tom Storr advocates for a structured approach to experimentation in game development, emphasizing:

1. Operating within a clear structure
2. Balancing data with creativity
3. Moving fast and testing often
4. Maintaining a focus on learning and understanding player behavior1

Through his work at The Experimentation Group, Tom continues to share his expertise and help game developers improve their products and boost revenues through data-driven experimentation and innovation.4